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52 • PPB • AUGUST 2016 GROW
MARKETING
CASE HISTORY NO. 3:
A New View On Creative Marketing
A MARKETING PIECE DUBBED “A New View on Creative Marketing” was designed to
specifically target marketing directors. The viewfinder selected to accompany the
piece had seven windows on the reel where six successful and creative case histories
were highlighted. The eighth window had text that carried the message, “…
now that you’ve seen our vision, let us help you with yours …”
The piece was custom packaged to include the viewfinder, custom reel,
business card and a mini book that explained each of the case histories in
full detail, outlining the client brief, objective of the campaign, execution
and strategy, and the overall results. This piece netted some amazing
results. For example, a distributor who used this campaign had been trying
for 14 months to make contact with a prospect. He had sent emails, cata-
logs, notes, etc. As a last-ditch effort, he sent this piece to the prospect in an effort to gain a meeting. A few
days later the prospective client took a call from the distributor and scheduled a meeting. The distributor
generated a major order from this client and was still working with her months later. The client mentioned to
the distributor how impressed she was with the piece; she said she had never seen anything like it before.
CASE HISTORY NO. 4:
The Jury Is Out … You Be The Judge
TARGETING VERTICAL AND LATERAL markets is a process that I
not only believe in but encourage distributors and marketers to
embrace. Similar to the previous campaign, this campaign was
targeted at marketing directors at major law firms with a mes-
sage that resonated with them in a big way. A box was
designed to look like a briefcase with a printed note on the
outside that read: “The Jury is Out.” In lawyer speak this indi-
cates a decision has not yet been made. When the box was opened it revealed the inside of a briefcase with
messaging that continued, “Now you be the judge. Give us 15 minutes to state our case, then judge for
yourself.” Additional copy spoke to creative marketing. The copy was innovative, creative, memorable and
measurable to get noticed. To round out the campaign, we included a mini gavel, business card and a mini
manila folder with three case histories marked as Exhibits A, B, and C; these were each of the campaigns.
Once again, this self-promotion gained incredible results for the client.
Another distributor utilized this idea and targeted 10 marketing directors at large law firms. When I fol-
lowed up, the distributor mentioned he could not believe the amazing results. One of the first contacts he
made invited him in for an appointment and said he was so impressed with the piece, that it really spoke to
him. The client mentioned that he wanted to do something different and creative to target a core group of
businesses and that his annual budget was between $350,000 and $500,000. Currently the distributor is still
working with the client and having a remarkable year. And this is just one of many successes.
I see this industry as more
than just logoed stuff to hand
out. While our products certainly
have their place in branding,
keeping a name in front of
clients and prospects and making
them pick up the phone, creative
marketing is the next step.
Merging creative copy, packag-
ing, products and unique themes
all aimed and targeted to specific
audiences with a call to action
will set you apart from your
competition every time.
The next time you go to an
industry trade show, a supplier’s
website or look through a sup-
plier’s catalog, think beyond the
product. Look at ways to target
specific markets with engaging
messages that will cause your
prospects and clients to want to
speak with you and take your
call. This is a huge differentiator
in an industry that has become
classified as the “trinkets and
trash” business.
We are more than that and
together we can make a change,
but it begins with us first.
Become more for your clients
and your families will thank you
for it.
Cliff Quicksell, Jr., MAS+, serves both as a consultant and acting director of marketing for distributor
iPROMOTEu. He has been in the promotional industry for more than 30 years in various capacities.
Additionally, Quicksell is president of his own international speaking and consulting company, speaking,
coaching and consulting on ways and methods that companies can grow, expand and prosper. He has
helped and spoken to audiences in more than eight countries and has published two books and more than
800 articles on sales, marketing and creativity. He can be reached at 301-717-0615, via email at cliff@quick-
or on his LinkedIn profile.